Unit_7_广告.ppt

1、学林出版社,第二册,普通高等教育“十一五”规划教材,大学实用英语综合教程,Beyond Oxford Practical college English Course,走出牛津,2,Back,Next,Advertisements 广告,Advertising Effects 广告效应,Unit 6,Seven,Table of Contents,Advertising 广告,3,Focus 1 content,Back,Next,S: Different kinds of advertisements,L: Checking out a house-for-rent advertisemen

2、t,L: Customer appreciation sale,S: Apartment for rent,R: Ad for losing weight,W: Writing a rental ad,Advertisements 广告,Focus,R: Quotes on advertising,4,focus1starter,Back,Next,1. StarterDifferent kinds of advertisements,Look at the pictures. Say what is advertised in each picture.,perfume,house,bags

3、,car,Woori Bank,mobile phone,5,2. Checking out a house-for-rent advertisement,Mary sees a house-for-rent advertisement in the newspaper and comes to find out the details of the house. Listen to the dialogue and fill in the blanks.,Next,Focus 1. 2,Back,todays newspaper,size and layout,dining room,nin

4、e hundred square feet,$1,000 per month,expecting,6,Next,Focus 1. 2,Back,Notes 1. Id like to check out a flat for rent I saw in todays newspaper. 我想核实一下今天报上登的一则公寓招租广告。 check out 核对，核实 e.g. All testimony which could be checked out has turned out to be true. 2. Are you familiar with the area? 你熟悉那个地区吗？

5、 be familiar with 熟悉 e.g. Im not familiar enough with that book. be familiar with结构常用于表示某人熟悉某物或某人，要用人作句子的主语；如果表示某物或某人为某人所熟悉，要用be familiar to结构，并用事物作主语，如：Is this area familiar to you? （你熟悉这片地区吗？） 3. Could you tell me the flats size and layout? 你能告诉我房子的大小和布局吗？ layout n. 布局，设计 e.g. He had helped with t

6、he layout of the capitals streets and public buildings.,2. Checking out a house-for-rent advertisement,7,3. Customer appreciation sale,Shirley and Dale are talking about the electronic goods on display on May Day at Five Stars Electronics. Listen to the conversation and fill in the table.,Back,Next,

7、Focus 1 3,The one-week long May Day holiday,TV sets, video cameras, CD players, etc.,A video camera,10% to 50%,8,Focus 1. 2,Shirley: Hi, Dale, have you read the poster for Five Stars Electronics customer appreciation sale? Dale:No. For which days? Shirley: During the one-week long May Day holiday. T

8、he advertisement says therell be all kinds of electronic goods on display. Dale:What are they? Shirley: They include new TV sets, video cameras, CD players Dale:In fact, Ive been longing for a new video camera. Shirley: And Im interested in a new TV set with a large screen. Dale:What about the price

9、? Shirley: The ad guarantees “All are at extremely low prices.” Dale:Are there any discounts? Shirley: It says “All items are subject to 10% to 50% discount.” Dale:Sounds attractive. Shirley: Besides, for every purchase, youll have a chance to win their cash prize of RMB 10,000. Dale:Great! I cant w

10、ait to try my luck.,Next,Back,3. Customer appreciation sale,9,Next,Focus 1. 2,Back,Notes 1. Shirley and Dale are talking about the electronic goods on display on May Day at Five Stars Electronics. 雪莉和戴尔正在谈论五星电子公司在五一劳动节期间将要展出的电子产品。 on display 陈列，展览 e.g. We were amazed by the rich variety of commoditi

11、es on display. 2. In fact, Ive been longing for a new video camera. 事实上，我一直渴望拥有一台新的摄像机。 long for 渴望，极想得到 e.g. Price reductions are longed for, but unlikely. 3. The ad guarantees “All are at extremely low prices.” 广告保证“所有的商品将以最低价出售”。 guarantee v. 保证，担保 e.g. The label on this bread says it is guarante

12、ed free of preservatives. guarantee 也可用作名词，表示“保证，商品使用保证书”。 e.g. The video recorder comes with a two-year guarantee.,3. Customer appreciation sale,10,4. Apartment for rent,Back,Next,Focus 1 4,Read the advertisement and work out in a group the full spellings of the six short forms. Then make up a dial

13、ogue with your partner.,Apartment for Rent Quiet (near community park),12 Clinton Drive, lrg 2br, bright, lndry, eat-in kit, close to LRT / shops. No smoke / pets. 888-8888 leave mess. Column A Column B,br large mess kitchen lrg message lndry light rail transportation kit bedroom LRT laundry,11,Focu

14、s 1 4,Learning,Back,Next,4. Apartment for rent,12,Focus 1 4,Back,Next,4. Apartment for rent,13,Focus 1 4,Back,Next,4. Apartment for rent,14,After being overweight has been upsetting him for years, a fat guy decides to go to a popular local gym. On the way, he sees an ad for a new gym guaranteeing to

15、 reduce anyones weight by 5, 10, or 20 kilograms on the first day of the preliminary stage. Out of curiosity, he goes and tells them he wants to lose 5 kilograms. They lead him into a huge gym with a wide variety of ropes and parallel bars and ladders. They tell him to wait a minute.,Translation,5.

16、Ad for Losing Weight,Focus 1 5,Back,Next,减肥广告 超重困扰了一个胖家伙多年。最后，他决定去当地一家很受欢迎的健身中心。在路上，他看到一个新健身中心的广告，广告保证在初期的第一天，任何人体重都可以都减少5公斤、10公斤或20公斤。出于好奇，他来到这家健身中心，并告诉他们他想减掉5公斤。他们把他带到一个巨大的健身房，里面有各式各样的绳子、双杠和梯子。他们让他等一会儿。,15,Back,Next,Hes standing there when on the far side of the gym a door opens and out steps a be

17、autiful girl, with a sign saying: “If you catch me, Im yours.” He thinks to himself: “Well, Im a bachelor. For me now, nothing would be better than finding a wife like this pretty girl.” By instinct, he starts running, and rushes as if for dear life, pursuing the would-be-wife that he has his mind o

18、n for the moment, and just as he gets close to his ideal, she starts picking up speed. (To be continued),Translation,他站在那儿，突然健身房另一边的门打开了，走出一位漂亮的女孩，身上贴着一个标签，写着：“如果你抓到我，我就是你的。” 他心里想：“嗯，我是一个单身汉。现在对我来说，没有什么会比找到一个这样漂亮的女孩做妻子更好的了。”出于本能，他跑了起来，拼命向前冲，追赶他眼前这位心目中未来的妻子。正当他快赶上心上人时，女孩开始加速。 （待续）,Focus 1 5,5. Ad for

19、 Losing Weight,16,Back,Next,Before he knows it, hes running all over the gym, up the ladders, down the ladders, across the parallel bars, here and there. And just as hes about to catch her, she disappears through a revolving door. In comes the manager, who motions him to come to the showers, and the

20、n weighs him on the scale. Sure enough, he has lost exactly 5 kilograms. Persisting in his pursuit, he says, “I want to lose 20 more kilograms.” “No problem,” says the manager.,Translation,不知不觉中，他跑遍了健身房，上梯，下梯，跨过双杠，正当他要追上女孩的时候，她进入一扇旋转门里，消失不见了。经理进来，示意他去冲个淋浴，然后让他站在秤上称一下。果然，他的体重正好减去了5公斤。 他坚持要得到他所追求的人，便说

21、道：“我还想再减20公斤。” “没问题。”经理说。,Focus 1 5,5. Ad for Losing Weight,17,Back,Next,Again he is led to the large gym. This time hes standing by the door when it opens, a place he deliberately chooses. Out comes a gorilla with a sign: “If I catch you, youre mine.” Taken aback, he rushes for dear life in its rea

22、l sense, up the ladders, down the ladders, across the parallel bars, here and there. Then the gorilla disappears through the door. The scale reads 20 kilograms less. The gym lives up to its promise.,Translation,他又被带到那间巨大的健身房。这一次门打开时他正对着门口，这是他刻意选择的地方。一只大猩猩带着一个牌子走了出来，上面写着：“如果我抓住你，你就是我的了。”他大吃一惊，拔腿就跑，这次

23、可真是为命奔逃了，上梯，下梯，跨过双杠，四处跑遍。然后，大猩猩从门里出去了。秤上显示他的体重又减去了20公斤。健身中心兑现了它的承诺。,Focus 1 5,5. Ad for Losing Weight,18,Back,Next,Focus 1 5,A. Decide whether the following statements are true (T) or false (F) according to the passage.,( ) 1. A fat man goes to a popular local gym for some information about going on

24、 a diet. ( ) 2. Hed like to lose 5 kilograms and he is sure what the ad says is true. ( ) 3. He chases the beautiful girl all round the gym because he really wants her to be his wife. ( ) 4. After running around the gym for some time, one can really lose 5 kilograms on the first day of the prelimina

25、ry stage. ( ) 5. The gym keeps its promise by cheating and frightening its customers.,F,F,T,T,F,5. Ad for Losing Weight,19,1. (weight) people sometimes join clubs to help them lose weight. 2. Most financial analysts have been surprised by the _ (persist) of the recession. 3. Dont (upsetting) yoursel

26、f by thinking about what might have been. 4. We had a (various) of problems on our journey, including a puncture. 5. I used to enjoy photography, but I no longer have enough time to _ (pursuit) any hobbies.,Back,Next,Focus 1 5,B. Fill in the blanks with the proper forms of the words given in bracket

27、s.,pursue,variety,upset,Overweight,persistence,5. Ad for Losing Weight,20,6. Writing a rental ad,Focus 1 6,You have a flat to let. Write an advertisement to put in the local newspaper.,Back,Next,房屋基本情况：人民路12号10楼/95平米，两室一厅一卫（全配）/带车位/房租每月5000元人民币（不含水电）。有意请拨打电话87654321，联系人：李小姐。,Apartment for Rent 12 Re

28、nmin Rd, 10th fl 95 sqm, 2-br, 1-bath, 1-living; F/f, parking space RMB5000/month (utilities not included) Call 87654321, Ms. Li,21,7. Read me!,Next,Focus 1 7,Back,Read the following quotes on advertising.,1. Stopping advertising to save money is like stopping your watch to save time. Anonymous 2. A

29、dvertising moves the goods. Anonymous 3. Advertisement is like learning a little can be dangerous. P. T. Barnum 4. Its a short road that has no advertising signs. Anonymous 5. If you dont advertise yourself, youll be advertised by your loving enemies. Elbert Hubbard 6. You can tell the ideals of a n

30、ation by its advertisements. Norman Douglas 7. We are advertised by our loving friends. William Shakespeare,22,Focus 2 content,Back,Next,L: Advertising on Bolivia Web,L: Measuring advertising results,S: Advertising effects,R: The Pope takes the market road,W: Writing an ad for a maths tutor,R: Manga

31、 as an effective tool for business advertising,S: Ad slogans,Advertising Effects 广告效应,Focus,替代形式,23,Focus2 1,1. Starter Ad slogans,Do you know these slogans? Match the pictures with the slogans and translate them into Chinese.,Back,Next,A,B,C,D,E,F,24,Focus2 1,Back,Next,E,B,F,A,C,味道好极了。,只管去做。,动态的诗，向

32、我舞近。,滴滴香浓，意犹未尽。,新一代的选择。,1. Starter Ad slogans,25,Focus2 2,Back,Next,2. Advertising on Bolivia Web,Addison is asking Bulwer how to make an advertisement on Bolivia Web. Listen to the dialogue and fill in the blanks.,To be continued,at the top of,throughout our site,the advertising rates,26,Focus2 2,B

33、ack,Next,placed on many pages,place my banner,payment instructions,to come up with,size is the banner,2. Advertising on Bolivia Web,27,Focus2 2,Notes Your banner will be automatically placed by our software at the top of every page, in turn with the banners of our other customers. 我们的软件系统会自动把你的横幅放在每

34、页的顶部，与我们其他顾客的横幅轮流交替呈现。 banner n. 横幅 e.g. The marchers carried banners with the words “No Nuclear Weapons” in large letters. The demonstrators walked along the street, waving banners and shouting slogans. *automatically ad. 自动地 e.g. The camera adjusts the lens aperture and shutter speed automatically

35、. This is a car whose gears change automatically.,Back,Next,2. Advertising on Bolivia Web,28,Focus2 2,2. After you create your campaign and we review it, we will send you payment instructions. We use PayPal to process our payments. 你们制定好广告活动计划并经我们审核后，我们将把付款说明寄给你们。我们用贝宝办理付款手续。 campaign n. 运动；战役 e.g.

36、Can you guess who will laugh last in the presidential election campaign? We have planned an exciting publicity campaign with our advertisers. *process vt. 办理；加工，处理 e.g. Visa applications take a minimum of one month to be processed by Embassy staff. Raw materials, such as coal and iron, are processed

37、 in local factories. process当名词用表示“（变化）过程；方法；工序”。 e.g. Could you explain how the digestive process works?,Back,Next,2. Advertising on Bolivia Web,29,Focus2 3,Back,Next,3. Measuring advertising results,The passage is giving you some suggestions on measuring the results of advertisements. Listen to th

38、e short passage and decide whether the statements are true (T) or false (F).,( ) 1.It is quite easy to measure the success of advertising if we use some simple principles. ( ) 2. Not giving thoughtful consideration to their advertisements, many companies have difficulty getting the results of their

39、advertisements. ( ) 3. The second step for advertisers to take is to create a system for measuring results. ( ) 4. The passage suggests that the advertiser identify the total profit a customer brings to them during their time with them. ( ) 5. If you want to make a bigger profit, you have to allow a

40、n element for averages and future discounted costs.,T,T,F,T,F,30,Focus2 3,Back,Next,3. Measuring advertising results,31,Notes 1. Have you ever thought that measuring the success of advertising is difficult? 你是否曾认为衡量广告成功与否很困难？ *measure vt. 测量，估量 e.g. The dress designer measured her client for her new

41、 clothes. measure当名词用表示“测量方法；确定量”。 e.g. What is the most efficient measure of progress? 2. Too many companies advertise without giving enough thought as to why or how theyre doing it and then have trouble tracking the results afterwards. 太多的公司做广告时没有对为什么做广告和做得怎么样详加考虑，结果事后很难追踪广告效果如何。 track vt. 跟踪，追踪 e

42、.g. They tracked the criminal to his hiding place. track 当名词用，表示“小道，小径；踪迹，足迹”等含义。 e.g. We walked along a muddy track at the side of the field. have trouble (in) doing something 表示“做某事有困难”。 e.g. Do you have any trouble (in) doing it?,Focus2 3,Back,Next,3. Measuring advertising results,32,3. The follo

43、wing three steps will help advertisers make sure they get the most out of their budget. 以下三步能帮助广告客户充分利用他们的预算。 budget n. 预算 e.g. The education budget for the coming year is about $4 billion, which is much more than people expected. budget当动词用表示“预算，安排”。 e.g. I must budget my wages carefully between re

44、nt, food, and clothing. 4. identify the total profit a customer may give during their time with you. 确认顾客购买你的产品期间产生的利润总额。 *profit n. 利润，收益；益处 e.g. The business made a big profit from its exports. profit当动词用表示“得益，获利”。 e.g. They profited by putting their money in his business.,Focus2 3,Back,Next,3. Me

45、asuring advertising results,33,5. If, on average, they buy from you for three years before dropping out, then they have given you 240. 一般来说，如果顾客会从你处购买三年的产品，便会为你带来240英镑的收益。 on average一般来说，按平均计算 e.g. On average, people who dont smoke are healthier than people who do. 常见介词短语：below (the) average 在一般水平以下

46、，中下，在平均数以下； above (the) average 在一般水平以上，中上，在平均数以上；on average 通常，按平均值，一般来说 drop out 放弃，不参与（某项活动） e.g. He has dropped out of politics. Mary sang in the choir for over three years, then suddenly dropped out for no apparent reason.,Focus2 3,Back,Next,3. Measuring advertising results,34,Focus2 4,Back,Nex

47、t,4. Advertising effects,Discuss the positive and negative effects of advertisements with your partner.,1. Provide customers with a quick access to the product needed. 2. Let consumers have the best choice by comparing and contrasting the different prices and specifications. 3. Increase competition

48、between companies. 4. Make smaller businesses known. 5. Make good things known.,1. Many people lose their individuality because they buy the same goods as everyone else. 2. An ad is not usually a neutral and objective statement. 3. Advertisements encourage children to persuade their parents to purch

49、ase the products shown in the commercials, whether useful or not. 4. Junk food, such as pizzas, burgers, and soft drinks, are heavily promoted during childrens TV viewing time.,35,Focus2 4,Back,Next,Learning,4. Advertising effects,36,教皇走上市场之路 肯德基炸鸡店经理看到销售额连续三个月下降之后，决定拜访教皇，请求他的帮助。 拜访期间，经理问教皇：“教皇陛下，您觉

50、得我们国家怎么样？” 教皇回答说：“我非常喜欢它！这是一个美好的国家！友好的人民，具有丰富的自然资源”,Focus2 5,Back,Next,After observing sales falling for three straight months at Kentucky Fried Chicken, the manager decides to visit the Pope and ask for a favor. During his visit to the Pope, the manager asks the Pope, “Your Holiness, how do you fin

51、d our country?” The Pope replies, “I love it! Its a wonderful country! Friendly people, blessed with an abundance of natural resources.”,Translation,5. The Pope Takes the Market Road,37,经理接着说：“我们国家有一点您肯定不喜欢。经济很不景气。也许您能帮助我们做出一些改变。” 教皇说：“我能做些什么？” 经理说：“我需要您改变每天的祈祷，把我们日用的面包，今日赐给我们改成我们日用的炸鸡，今日赐给我们。如果您这样做

52、，我会捐一千万美元给教堂。” 教皇回答：“抱歉。这是上帝的祷词，我不能改变。”,Focus2 5,Back,Next,The manager continues, “There is something about our country that you dont like. The economy is down. Maybe you could help change some things.” The Pope says, “What can I do?” The manager says, “I need you to change the daily prayer from Giv

53、e us this day our daily bread to Give us this day our daily chicken. If you do it, Ill donate 10 million dollars to the church.” The Pope replies, “I am sorry. That is the Lords prayer and I cannot change the words.”,Translation,5. The Pope Takes the Market Road,38,销售又下跌了一个月之后，经理吓坏了，于是再次拜访教皇。 “听我说，阁

54、下。我真的需要您的帮助。如果您能改变每日的祈祷词，我将捐赠五千万美元给教堂。 教皇回答：“桑德斯先生，这个条件很诱人。有这么大一笔钱，教堂可以做许多善事。这将帮助我们资助很多慈善机构。但是，我必须再次谢绝。这是上帝的祈祷词，我不能改变。”,Focus2 5,Back,Next,After another month of decreased sales, the manager is frightened, and calls again. “Listen, your Excellency. I really need your help. Ill give 50 million dollar

55、s to the church if you change the words of the daily prayer. ” And the Pope responds, “It is very tempting, Mr. Sanders. The church could do a lot of good with that much money. It would help us support many charities. But, again, I must decline. It is the Lords prayer, and I cant change the words.”,

56、Translation,5. The Pope Takes the Market Road,39,这样，经理再次放弃了。又过了两个月，销售下降得很厉害，经理变得非常严肃： “这是我最后的开价，阁下。如果您能改变每日的祈祷词，我将给您的教堂捐赠一亿美元。” 教皇回答：“请等候我的回复。”,Focus2 5,Back,Next,So the manager gives up again. After two more months of terrible sales the manager gets very serious. “This is my final offer, your Excel

57、lency. If you alter the words of the daily prayer, I will donate 100 million dollars to the church.” The Pope replies, “Let me get back to you.”,Translation,5. The Pope Takes the Market Road,40,于是第二天，教皇把所有的主教叫到一起，说：“我有一个好消息，也有一个坏消息。好消息是，肯德基将给教堂捐赠一亿美元。” 主教们听到这个消息非常高兴。接着，有人问坏消息是什么。 教皇回答：“坏消息是，我们失去了神奇面

58、包公司的账户。”,Focus2 5,Back,Next,So the next day, the Pope calls together all of his bishops and says, “I have some good news and I have some bad news. The good news is that KFC is going to donate 100 million dollars to the church.” The bishops rejoice at the news. Then one asks about the bad news. The Pope replies, “The bad news is that we lost the Wonder Bread account.”,Translation,5. The Pope Takes the Market Road,41,1. Why does the manager decide to visit the Pope? 2. What does the manager ask the Pope to do? 3. Why does the Pope decline to change the prayer?,Focus 2 5,Back,Nex